Procter & Gamble : Clay Street Project Brochure



The Clay Street Project is Procter & Gamble’s internal design innovation think tank. As part of their business strategy they found the need to expand their offerings
outside of P&G.

CSP sought to create a promotional piece that showcased their services, while providing a memorable takeaway that captured their unique philosophy and approach.

Our concept was to communicate their philosophy that “Genius lies inside of everyone and it only needs to be revealed”. To do this, we took their corporate mark,
a circle, and utilized it as the driving element of the foldout. A single diecut turns into two, then four, and finally 8, as each fold is revealed. The final open poster
showcases a beautiful flower comprised of individual circles to which the diecuts are integrated within, symbolizing the genius of one revealed.

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